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Mamamia Upfront: travel, fitness and wellness top of mind for 2024

This is part of Mumbrella’s coverage of the 2024 upfront season. Click here to see other articles in the series. 

Mamamia is planning a major push into travel and fitness content, headlined by a new fitness app and a curated travel content ecosystem.

Co-founder Mia Freedman and various podcast hosts delivered the 2024 content slate at Mamamia’s Sydney Upfront on Tuesday morning, showcasing new offerings and partnerships.

Boasting a monthly reach of 7 million Australian women, Freedman declared Mamamia’s core purpose is to make the world a better place for women and girls.

The Mamamia team at this morning’s Upfront

2024 will feature a key partnership with Rise Up, a charity that provides practical support to women and children escaping domestic violence.

“Mamamia is proud to be Rise Up’s official media partner, supporting through cash funding, content and media support, from both Mamamia and our audience and brand partners” said Elfy Scott, executive editor and podcast host.

The media brand is also set to launch Mamamia Travel Concierge, a curated content ecosystem that covers everything from local family holidays to big spend European trips.

“Even in this tight financial moment, she’s definitely still taking that holiday in the next 12 months. After a couple years of being grounded at home, women are determined to prioritise making memories,” said Scott.

The brand will also launch ‘Move by Mamamia’ next month, a fitness app designed to be an inclusive, frictionless exercise experience.

“Women have told us they feel intimidated and unseen by fitness apps that are already available, and our answer is Move by Mamamia,” said Clare Stephens, executive editor and podcast host.

Mamamia’s category leading daily podcast ‘You Beauty’, is getting an intergenerational glow up in 2024 with generation Z co-hosts joining the line-up.

“She’s told us that in this economy, health, wellness and beauty matter even more. Beauty and fashion aren’t just things she wants to buy, they’re things she wants to watch and listen to other women talk about,” said Scott.

“‘You Beauty’ will be a 360 degree format that genuinely helps her decide where to spend her beauty dollar, not just a podcast.”

Launching in 2024 is ‘The Parachute’, a podcast to help anyone experiencing grief, to feel seen and supported.

Freedman said: “These will be heartfelt conversations with a mix of people who’ve experienced grief at different times and in different ways.

“Mamamia brings nuance, sensitivity and a lightness of touch to everything we do, and it will be a great honour for us to be able to light some candles along the path for every person looking to weave a parachute from the broken pieces left after loss.”

Other podcasts coming in 2024 include ‘Nothing to Wear’, a show about identity and belonging in fashion, and ‘Well’, a wellness podcast that will showcase conversations with thought leaders and storytellers on improving physical and mental health, making relationships stronger and making life happier.

“This is the wellbeing play women have been asking us for,” said Stephens.

‘Dear Doctor’, a content series featuring experts in the medical field will also launch in 2024, and the ‘Baby Bubble’ podcast, hosted by Stephens and her twin sister, both soon to be mothers, will reboot.

‘Mid’, a show for generation X women who are feeling ‘mid-life, mid-family and mid-identity crisis’ is also in production, as is ‘Once Upon a Friend’, a written, audio and social series about friendship.

‘But Are You Happy?’ is in production for its third season, and ‘Mamamia Out Loud’, the brand’s top podcast, will continue into the new year.

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